Do you think the ICAEW rebranding was money well spent?

Monday, February 27, 2017

"Our marketplace has changed considerably since ICAEW
was first formed in 1880 – we now have global markets, digital
communication and more competition than ever before. So we need a
strong, distinctive brand to clearly position ourselves, differentiate
ICAEW from competitors and support our future growth.
After a year researching our brand with key
stakeholder groups, we have taken on board all their comments and
feedback to produce a new brand that will ensure we remain modern and
relevant to all our audiences. We believe that this new, revitalised
brand will help us to:

be a leader in a world of strong economies

support our future strategic aims

take the ‘best of the old’ and point it to the future

unite the diversity of the institute

recognise the range of demands of all stakeholders.

The April edition of economia will feature the new brand and
yes, you should notice the difference! We will be changing many of our
materials straight away so any letters, emails or other communications
you receive from April onwards will look different. So will this
website.

You will be able to use the new member or firm logo on your own
stationery and marketing materials (subject to membership regulations).
You won’t have to make changes straight away; you can use the new logos
from April but have until the end of 2018 to adopt the new identity."

The logo change in 2007 cost £65K, I wonder how much this has/will cost?